Mercedes-Benz Malaysia (MBM) announced yesterday that the premium marque had achieved a personal best in terms of sales performance as well as in after sales, finance and customer experience. Their record-breaking third quarter performance in 2018 (3Q2018) had resulted in them delivering 10,143 to their customers since the start of 2018. They have also serviced over 109,927 cars in the same period which is an amazing feat as their customer satisfaction index is also at a record high throughout Southeast Asia.
Mercedes-Benz Malaysia, President and CEO, Dr Claus Weidner (centre), together with
(From Left)
Mercedes-Benz Malaysia, Vice President, Customer Services, Mr Heinrich Schromm and;
Mercedes-Benz Malaysia, Vice President, Sales & Marketing, Mr Mark Raine,
at the Mercedes-Benz Malaysia Q3 2018 performance and highlights media briefing and preview of the Mercedes-AMG E 53 and Mercedes-AMG E 53 Coupé.
Mercedes-Benz is consistently performing here. We personally have been following their progress over the past couple of years and they are still pushing on ahead strongly. Here in Malaysia, MBM are one of the few companies that regularly hold press conferences as regards their overall performance each and every quarter. It allows the automotive media first hand information to their achievements throughout the period reported and it also allows us the chance to really get to know the people behind the success, and maybe an insight on how they keep on pushing for more sales and after sales innovation in this country.
Anyway, one can tell that aside from the fact that their products seem to be coveted by many here, it is also their goal to make their customers the centre of their activities. What they have achieved over the years is make Mercedes-Benz into Malaysia’s leading luxury lifestyle brand. So over the past 3rd quarter of 2018 they have pushed onwards with more progress with its extensive network, product portfolio and also talent development.
Mercedes- Benz Malaysia, President and CEO, Dr Claus Weidner said, “In the third quarter of 2018, we enjoyed bringing a host of updates to excite our fans and customers in the premium market segment. These continue to make up a tailored luxury lifestyle brand experience that is unique to Mercedes-Benz. Keeping our fans and customers in mind at all times, we are happy to continue raising the benchmark of our customer journey through MBM’s extensive network, electrifying product portfolio and unrivalled customer service.”
They have launched new variants and new Mercedes-Benz models, launched new and also improved current Autohaus centres, opened a new certified pre-owned centre, trained and rewarded their employees and they have ensured that customers have brand experiences that are unique and something that only the brand can offer.
“The customer experience has never been more exciting in the past quarter. We are pleased to bring a diverse lifestyle experience to our customers with the launch of the Dream Cars Collection for 2018, introduction of the all-new Mercedes-Benz S-Class limousines. We are also thrilled that 10,143 customers have chosen a product with a star, a 16 per cent jump over the same period last year, ontrack for yet
another record year in 2018.” said Vice President, Sales and Marketing, Mark Raine.
In 3Q 2018, MBM continued to move closer to customers. Together with dealer partner, Asbenz Stern Sdn Bhd (Asbenz Stern), MBM launched the Asbenz Stern Kuantan Autohaus and Service Centre. This underlined MBM’s commitment to the east coast and it also ensures that MBM holds on to their leading position with the largest premium network coverage in Malaysia comprising 34 Autohauses nationwide.
The Sales Figures
Mercedes-Benz Malaysia delivered 10,143 vehicles in 3Q 2018. This is a 16 per cent increase compared to the same period last year; while a market share of 2.5 per cent in total for 3Q 2018 records an improvement of 0.2 per cent from 3Q 2017. This are amazing numbers for a premium car manufacturer.
It also shows that the Malaysian economy is fairly robust and still has the potential to pull in some decent numbers to date. Of course, the 3rd quarter of 2018 is something unique and something that will never be repeated - the zero GST period which basically cleared MBM's stocks in record time.
MBM’s locally-produced limousines (i.e sedans) namely the Mercedes-Benz C-, E-, and S-Class, recorded a total of 6,344 units sold. MBM’s range of premium compact cars which comprises of the Mercedes-Benz A-Class, B- Class, GLA-Class and CLA-Class recorded 1,268 units sold. These two segments recorded increases of 21.1 per cent and four per cent respectively compared to the the third quarter of last year.
The Mercedes-Benz SUV range remained a growth driver recording 1,960 units sold, which translated into a 3.4 per cent increase compared to Q3 2017. As SUVs are now gaining popularity, the recent introduction of these cars definitely hits the spot in terms of customer demand.
The Mercedes-Benz Dream Cars collection also recorded 570 units sold, marking a 40 per cent increase compared to 3Q 2017. This is also another sign of the robust Malaysian economy where niche market cars are also selling well.
The 3rd quarter of 2018 also saw Mercedes-Benz Malaysia launching the newly facelifted and improved Mercedes-Benz S-Class limousine, along with the S-Class cabriolet, S-Class Coupe, and Mercedes-Maybach S-Class.. The launch event for these luxury cars showcased an exclusively diverse and holistic collection of Mercedes-Benz S-Class automobiles for fans in Malaysia. Interestingly, the Mercedes-Maybach S-Class was finally brought in. This seems to state that MBM sees potential in this market for ultra luxury sedans.
Speaking about ultra-luxury or dream cars, MBM launched their Dream Cars Collection for 2018. They comprised the all-new Mercedes-Benz CLS-Class Coupe (which made its Malaysian debut this quarter), the Mercedes-AMG GT C and the Mercedes-Benz E-Class Cabriolet.
Customer-centric Events
MBM hosted a number of lifestyle activities for customers which offered exclusive experiences to complement the best products and services. One of this was the The AMG Owners Club Malaysia (AOCM). This official AMG car club is the latest initiative by MBM which brought together a group of owners passionate about the brand and motoring. The AOCM is posied to elevate the AMG experience with exclusive access to all things AMG for owners - We see more AMG customer events in the pipeline based on this recent launch.
Building Up Mercedes-Benz Employees and Rewarding Them
MBM continues to uphold the Best Customer Experience pillar and showcasing unparalleled expertise in caring for every Mercedes-Benz vehicle. This quarter, MBM held the 2018 Mercedes-Benz SEA II Skills Competition. This year marked the skills competition’s 10 th anniversary and first year opening its doors to the South East Asia II (SEAII) region.
A total of 613 Customer Services Professionals and Advanced Modern Apprenticeship finalists competed for the title of best technician, service advisor and process specialist within the Mercedes-Benz network. Recognition by the company and also the finalists (and winners) peers is also a reward for those that participated. Sometimes the reward gained is recognition by the winner's peers, added knowledge, brushing up on skills and that self satisfaction that isn't just monetary based. This is like a big pat on the back for the winners.
The Service / Aftersales Performance
MBM’s dealer network had registered a service volume of 109,927 from 31 service centers. This was an increase of 16 per cent over the previous year to date. More vehicles have been services. MBM also states there is a much higher volume of vehicles serviced but MBM continued to once again uphold the highest standards of Customer Satisfaction Index (CSI) which are a benchmark in Southeast Asia. In short, Malaysian has the best Mercedes-Benz aftersales in the region.
“Being in the automotive business for so long, we have grown into masters of our craft. With the legacy of our experience, we also recognise the importance of life long learning. Upholding our promise of service excellence, Mercedes-Benz continues to invest in talent development and enhanced experiences for our customers throughout their journey with the brand,” said Vice President, Customer Services, Heinrich Schromm.
Vehicle Financing
Mercedes-Benz Services Malaysia (MBSM), the financing arm of MBM, is maintaining a serviced
portfolio of over RM2.5 billion for this year until the 3rd quarter 2018. It also continues to finance four out of 10 Mercedes-Benz cars sold in Malaysia. This is quite a good ratio as some actually purchase their cars with cash and the rest may be with the usual hire purchase schemes.
MBSM actually provides those interested in buying Mercedes-Benz vehicles another option to finance. A very good thing considering that Malaysia has a banking industry which has been consolidated to a few larger banks which we have observed to be sometimes adverse to actually giving out loans.
MBSM also enhanced their current service standard of finance and insurance products. In fact, customer car loan decisions at MBSM can now be undertaken in seconds through the implementation of a newly automated underwriting process for loan applications upon receipt of a complete set of required documents. Within one month of introduction of this service, MBSM was processing 15 per cent of applications via this efficient and convenient method.
MBSM also increased its funding capabilities. To diversify its funding sources in anticipation of further growth prospects in the local market, MBSM recently issued a RM 3 billion corporate bond programme in Malaysia. MBSM received a credit rating of AAA by the independent credit rating agency RAM and its first issuance of RM 250 million of the bond program has been comprehensively taken up by local investors.
So in short, Mercedes-Benz Malaysia seems to be pulling out new and innovative schemes in order to stay on top of the game. It gives customers a holistic view to vehicle ownership by covering all bases of ownership and actually, more than just that. You buy the brand and not just a car.
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